Amy Hunt expressed deep concern that the recent betting commercial starring Sydney Sweeney could act as an obstacle for young girls who aspire to participate in sport. The advertisement, produced for the U.S. betting firm Novig, showcases the actress from the series Euphoria in a scantily‑clad state, using sports equipment as a makeshift covering. This visual approach has provoked a strong backlash from women athletes and supporters across the sporting community, who argue that it sexualises sport rather than celebrating athletic achievement.
Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, stating, "This is what women in sport look like," a comment that underscored her frustration with the way the ad reduces female athletes to objects of visual appeal. On the television programme Good Morning Britain, Hunt elaborated on her stance, explaining that role models for young people—especially young women—should highlight what the body can accomplish, not merely how it appears. She highlighted a troubling statistic: roughly 64 percent of girls cease regular physical activity before reaching the age of sixteen. Hunt argued that any additional barriers—such as media that focuses on appearance over performance—only exacerbate this dropout rate.
"We need to provide opportunities and empowerment that allow girls to stay active, whether that means training for a professional career or simply joining a local ParkRun with friends," she said. "The message should be clear: you can participate without worrying about your looks or your outfit." Hunt continued, emphasizing that sport is often messy and unglamorous. "It isn’t always pretty," she noted. "Reaching an elite level demonstrates that striving for excellence is extraordinary, and you should aim to become the best version of yourself.
That journey can involve moments that look far from attractive—like vomiting on the track after a grueling race or shedding tears after a tough training session." She was not the only athlete to condemn the commercial. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," drawing a direct contrast between authentic athletic effort and the ad’s stylised imagery. Australian boxer Skye Nicolson added her voice on Instagram, stating, "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell sport." In what appeared to be a defensive maneuver, Sweeney shared a series of ESPN Magazine BODY Issue photographs on her Instagram stories. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe, presented in artistic nude form, perhaps an attempt to reframe the discussion around body positivity and the celebration of athletic physiques.
Hunt believes that the collective outcry from women in sport has already mitigated any potential negative impact of the ad. She observed that the public’s reaction has, in many ways, eclipsed the original marketing moment. "The first thing I saw was a flood of positive compilations of women in sport," she said.
"That response has shifted the narrative away from the advertisement itself. It’s not a personal attack on the actress; it’s about the intention behind the message." According to Hunt, the conversation has now moved toward a broader celebration of women’s sport. The backlash has sparked numerous discussions, podcasts, and social‑media campaigns that highlight the achievements of female athletes across disciplines.
This ripple effect has helped to reinforce the idea that role models should be defined by skill, dedication, and perseverance rather than aesthetic appeal. The controversy also raises larger questions about the responsibilities of advertisers when depicting women in athletic contexts. While some argue that using a popular actress can draw attention to a brand, others contend that such strategies risk perpetuating harmful stereotypes and undermining the progress made toward gender equality in sport.
Critics suggest that marketers should collaborate with actual athletes and sports organisations to create campaigns that genuinely reflect the spirit of competition and empowerment. In the weeks following the ad’s release, several sports organisations have issued statements reaffirming their commitment to promoting healthy, inclusive images of athletes. They emphasised the importance of showcasing diverse body types, ages, and abilities, reinforcing that sport is accessible to everyone regardless of appearance.
Hunt’s advocacy aligns with a growing movement that seeks to protect young girls from mixed messages about body image and athletic participation. By foregrounding the idea that sport is about what the body can achieve, rather than how it looks, she hopes to inspire a new generation of athletes who feel confident to pursue their passions without fear of judgment. The discussion sparked by the Sweeney advert demonstrates how a single piece of media can catalyse broader societal conversations about gender, representation, and the values we wish to promote in sport. As the dialogue continues, many anticipate that future advertising will be more mindful of these concerns, ensuring that the focus remains on athletic excellence and the empowering stories of women who push the limits of what is possible on the field, track, or mat.